Chapter 6 - Consumer Behaviour 2021

Topic  Consumer
Attitude
6
LEARNING OUTCOMES
By the end of this topic, you should be able to:

1. Define the concept of attitude and its importance to marketers;
2. Describe the functions of attitude for consumers;
3. Explain the concept, model and theories of consumer attitude; and
4. Appraise attitude components and formation.
 INTRODUCTION
People use the term attitude in many different contexts. Someone may ask you,
„What is your attitude towards animals?‰ or a parent may scold a child, „Young
boy, I do not like your attitude‰. In marketing however, attitude is a lasting,
general evaluation of people (including oneself), objects, advertisements or issues
(Solomon, 2018). Every consumer will have their own personal manners and
attitudes towards products, services, advertisements and others. The answers
given by consumers will differ when they are asked, for example, whether they
like or dislike a product (such as the new Perodua Myvi car), service (such as
Hilton Hotel Services), advertisement (such as the Cadbury chocolate
advertisement) and grocery shop (such as the neighbourhood grocery shop). From
these forms of questions, consumersÊ attitude towards any specific product or
service may easily be gauged by other parties, especially product marketeers.
Copyright © Open University Malaysia (OUM)

132  TOPIC 6 CONSUMER ATTITUDE
In most cases, there is very rapid growth in the sales volume of a product when
marketeers link attitude with consumer behaviour towards a product. For
example, the Hallyu wave (the phenomenon of Korean culture) has been steadily
seeping into the hearts of many Malaysians since early 2000, and has since seen the
increasing popularity of Korean skincare and cosmetic products (i.e. Innisfree,
Face Shop), Korean food (K-fry, Kyochon) and other Korean brands in the
Malaysian market. For certain, attitudes help to determine many aspects of
consumer behaviour.
This topic will give you better understanding of attitude and issues regarding
attitude that form consumer behaviour and individual consumption. You will also
be exposed to an analysis of attitude models and how individualsÊ attitudes are
formed.
6.1 DEFINITION OF ATTITUDE

Attitude research has always been at the core of social psychology (Corneille and
Stahl, 2019). Critical questions regarding attitude research often include how
attitudes should be measured; how they relate to one another; how they relate to
actual behaviours; how they vary across individuals and social groups, and how
they can be changed. Attitude refers to the „degree to which a person has a
favourable or unfavourable evaluation of the behaviour in question‰ (Ajzen, 1991).
Moreover, attitude includes judgment of whether the behaviour under
consideration is good or bad (Leonard et al., 2004).
In general, attitude has a strong and profound influence on how a personÊs

behaviour is formed. Specifically, human personality and psychological influences
are made up of self-evaluation and beliefs, personality, lifestyle, thoughts and
motivation. Attitude may also be influenced by, apart from personal and
psychological influences, any learning process an individual goes through. The
knowledge gained from the learning process could result in:
(a) Consistent behaviour;
(b) Opinion;
(c) Preference;
(d) Belief; and
(e) Inclination towards an object.

TOPIC 6 CONSUMER ATTITUDE  133
There are four important matters with respect to attitude, as shown in Figure 6.1,
which we will need to discuss specifically and in depth.
Figure 6.1: Important matters regarding attitude
Let us make a detailed examination of each of these matters:
(a) Attitude Towards Object

The object meant within the definition of attitude includes specific
consumption or any matter related to marketing concepts such as:
(i) Product type;
(ii) Product category;
(iii) Brand service;
(iv) Possessions;
(v) Product use;
(vi) Advertisement;
(vii) Price; and
(viii) Medium.
All of the mentioned matters are important examples of attitude towards

objects.

(b) Attitude is a Learned Predisposition

Based on studies carried out, most researchers agree that attitudes are
learned predispositions. This means purchase behaviour is part of the
outcome of consumersÊ direct experience in using a product, acquiring
information from friends or due to their exposure to mass media advertising
and direct marketing activities.
(c) Attitude is Consistent

Usually when consumers react towards a specific object, their attitude would
be consistent with the behaviour they reflect. However, an attitude towards
a certain object is not necessarily permanent. They do change or are
purposely altered according to each individualÊs environment. For example,
at the moment, Malaysian consumers are very keen on locally made cars,
such as Proton, compared to imported cars. Their attitude of buying a Proton
car can be seen as consistent with the behaviour shown. An obvious rise in
the price of Proton in the future may most likely change their attitude.
(d) Attitude is Influenced by Situation

Even if an attitude is characteristically consistent, it can be influenced by the
surrounding situations. Do you know why this happens? This phenomenon
takes place due to the situations faced by each individual which will always
vary because he or she will move with the times. Thus, attitudes may change
parallel with changes in situations. An individual, for example, would buy
different brands of bath soap each time he needs a bath soap. Brand
switching is usually influenced by consumersÊ current situation such as the
existence of a wish to economise, advice from friends, attraction to cheap
sales promotion, liking for switching soap fragrances and so on.
Do you wish to get a better picture of examples of situations which can affect
attitudes? Refer to Table 6.1.
Table 6.1: Effect of Situation on Attitude
Product/Service Situation Attitude

Apple iPhone X Most of my friends are iPhones must be the best type of
currently using iPhones. phones to use.
Hilton Hotel by the I am tired of working and need A hotel by the seaside is the
seaside a break to relax. perfect place to relax and
unwind from stress.

SELF-CHECK 6.1
What does attitude mean to you? Discuss some examples of how your
attitude can be influenced by situations.
6.2 FUNCTIONS OF ATTITUDE

Psychologist, Daniel Katz (1960), developed the functional theory of attitudes to
explain how attitudes facilitate social behaviour. According to Katz, attitudes exist
because they serve some sort of function for the person. Consumers are more likely
to form an attitude when they anticipate dealing with similar situations in the
future. Different people may have similar attitudes towards an object for entirely
different reasons. The ability to change consumer attitude is of utmost importance
to a marketeer. Usually, a firm which is the market leader will be able to form a
solid image and has a group of loyal customers.
In your opinion, what is the main aim of a market leader? Did you know that its
main aim is to maintain its current market share? A step that will be taken to
achieve this objective is by maintaining a positive attitude among consumers so
that they will not be easily influenced by offers made by the market leaderÊs
competitors. Before any further discussion on functions of attitude, letÊs take a look
at the positive attitude created by market leaders in order to maintain their current
market share.
6.2.1 Positive Attitude

The positive attitude mentioned can be seen from two angles:
(a) Brand-switching Attitude

What should be done to change the attitude of customers who decide to
switch brands? To change the customersÊ attitude, marketeers usually use the
customersÊ changing function motivation strategy. For example, NokiaÊs
outdated technologies and inability to keep up with the demands of a
changing market resulted in many consumers switching their brand loyalty
to its competitors (i.e. Apple and Samsung).

(b) Changing of Attitude towards a Product or Brand

In order to change the customersÊ attitude towards a product or brand, such
as from disliking to liking, marketeers frequently use the strategy of
changing a normal consumer need into a more important need. In this
approach, attitude is classified in four main functions as shown in Figure 6.2.
A certain product or brand is shown as having one of the four functions.
Figure 6.2: Functions of attitude
(i) Utilitarian Function

Utilitarian function refers to consumersÊ attitude towards a product
due to the benefits it offers. Usually, we will form a positive attitude
towards a product when it has carried out various functions effectively
and is considered to have served us well.
For example, Coke Zero is marketed as a great tasting beverage with

no calories. Therefore, ads that stress its straightforward product
benefits appeal to the utilitarian function.
(ii) Ego-defensive Function

This refers to the attitudes we form to protect ourselves from either
external threats or internal feelings. In this case, a product is usually
purchased by customers who give priority to their self-image and social
status. They often wish to be accepted or to be a part of a group (this is
related to the Maslow Hierarchy of Needs Theory in Topic 2).
For example, products that promise to help a man project a macho

image (e.g. Marlboro cigarettes, Harley Davidson motorcycles) may
appeal to a consumer who is insecure about his masculinity.

(iii) Value-expressive Function

Attitude is consumersÊ expression or response towards personal
values, lifestyle and self-concept. In this case, a person forms a product
attitude because of what the product says about him or her as a person,
such as its values of freedom, discipline, religion, a high-class lifestyle
or others.
Smartphones, branded clothing and accessories are examples of

products with value-expressive functions. For example, consumers
who have high values of materialism and would like to portray an
image of luxury are likely to have a positive attitude towards high-end
brands such as Rolex watches and Louis Vuitton purses.
(iv) Knowledge Function

Marketeers usually offer products with certain knowledge function to
consumers. Humans naturally have the attitude and inclination for
order, structure, meaning and wanting to know various types of
information on products or services. Thus, a product or brand which
can give more new information can easily attract the targeted
consumersÊ attention.
For example, consumers who wish to buy a personal computer would

be easily attracted to a brand of computers which provides detailed
specifications.

SELF-CHECK 6.2
1. By filling in the boxes below, briefly compare each function shown

by a product or brand.
Value-
Utilitarian Ego-defensive Knowledge
expressive
Function Function Function
Function
2. Below are a few examples of products or brands in the market.

Think of the functions shown by each product listed below.
Function of Product or Brand
(a) Samsung smartphone ______________
(b) Mercedes car ______________
(c) Digital dictionary ______________
(d) Facebook account ______________
(e) Microwave oven ______________
(f) Adidas sports shoes ______________
(g) GoPro camera ______________
(h) Washing machine ______________
When discussing issues related to attitude, we cannot avoid talking about attitude
models specifically designed by world-renowned behaviour researchers. We are
able to understand the existence of and change in our attitudes by using these
models better. In the next part, you will be exposed to explanation of important
attitude models.

6.3 ATTITUDE MODELS

Attitude models specify the different elements that might work together to
influence peopleÊs evaluations of attitude objects. So, what are the main attitude
models used in explaining consumer attitude? For more information, let us look at
Figure 6.3.
Figure 6.3: Main Attitude Models

Source: Adapted from Schiffman L. G., & Kanuk L. L. (2009)
Next, we will discuss each of the above-mentioned models. Let us look at the
detailed explanation of the four models.
6.3.1 Tricomponent Attitude Model

The first model is the Tricomponent Attitude Model (Figure 6.4). According to this
model, attitude consists of these components:
(a) Cognitive;
(b) Affective; and
(c) Behaviour.

Figure 6.4: Tricomponent attitude model
We will now examine each of the components.
(a) Cognitive
The first component in the Tricomponent Attitude Model is the cognitive
component.
Cognitive is the consumersÊ knowledge and perceptions acquired from

their past attitude and experiences towards an object.
These experiences may also be acquired from relevant information provided

by trusted sources.

The knowledge and perception are actually the consumerÊs attitude in

believing that a particular object has some particular effects on behaviour.
This behaviour in turn will result in a specific output.
(b) Affective
The second component is affective. The consumersÊ emotion towards a
particular product or brand is the result of their evaluation of their
surroundings. This component becomes the main measurement of attitude
rating by individuals such as good or bad feelings, comfortable or
uncomfortable and so on.
For example, entertaining surroundings in shopping centres can make

customers feel happy to be there.
(c) Behaviour
The last component in the Tricomponent Attitude Model is behaviour.
Behaviour is the inclination produced by an individual to response. This
component is usually connected with consumersÊ intention or wish, for
example, an intention to buy. It was found through questionnaires that
consumers who were asked about their intention to buy a certain product
will most likely be inclined to buy it. This clearly shows the close link
between intention and behaviour of individuals.
6.3.2 Multiattribute Model

Because attitudes are so complex, marketeers may use multiattribute attitude
models to understand them. This model assumes that a personÊs attitude towards
an object is dependent on the beliefs they have about its attributes. In using this
model, we assume that we can identify these beliefs and combine them to derive
consumersÊ overall attitude.
Even though there are many related sub-models, we will only discuss three types
of sub- models, which are attitude towards object, attitude towards behaviour and
the theory of reasoned action.
(a) Attitude Towards Object Model

The Attitude Towards Object Model is especially useful for measuring
individualsÊ attitudes towards a product, service or certain brands.
According to this model, consumersÊ attitude towards a product or service is
based on their beliefs about its function and their evaluation of specific
products or attributes.

Generally, consumers have favourable attitudes towards a product or brand

which they believe has the attributes that they evaluate as positive. For
example, when selecting a higher educational institution for further studies,
students will favour a university with a good scholarly reputation.
(b) Attitude Towards Behaviour Model

The Attitude Towards Behaviour Model is the outcome of consumersÊ
behaviour towards an object rather than the attitude towards the object itself.
For example, we can see this phenomenon in the behaviour of a consumer on
his ability to purchase a sophisticated C240 Mercedes Benz.
Most consumers would usually have a positive attitude towards expensive

cars such as a Mercedes Benz but would have a negative behaviour in respect
to actually purchasing it due to its high price.
(c) Theory of Reasoned Action Model

Researchers have studied the multiattribute model for years, but in many
cases, a personÊs attitude does not necessarily predict behaviour. The Theory
of Reasoned Action Model, coined by Martin Fishbein and Icek Ajzen in 1967,
is used to predict how people will behave based on their pre-existing
attitudes and behavioural intentions. It represents a comprehensive
integration designed to facilitate marketeers in understanding and
predicting behavioural responses better.
According to this model, attitudes are one of the key determinants of

behavioural intention and are influenced by two factors: the strength of
behavioural beliefs regarding the outcomes of the performed behaviour, and
the evaluation of the potential outcomes. Behavioural beliefs allow us to
understand peopleÊs motivations for their behaviour in terms of the
behaviourÊs consequences. For example, a person believes that if he studies
hard for a month for a Maths test, he will pass it. Meanwhile, the evaluation
of the outcome refers to the way people perceive and evaluate the potential
outcomes of a performed behaviour. For example, a person may evaluate the
outcome of eating low-carbohydrate foods as positive if the behavioural
belief is improved health and weight loss.
Social pressure can also motivate people to engage in certain behaviours.

Therefore, this theory also stresses that marketeers need to measure
subjective norms that influence an individualÊs intention to act. Subjective
norms refer to the way perceptions of relevant groups or individuals such as
family members, friends and peers may affect oneÊs performance of the
behaviour (Fishbein, 1967). There are two aspects of subjective norms, which
are normative beliefs and motivation to comply. Normative beliefs touch on

whether or not referent relevant groups approve of the action, for example if
your social group believes that recycling is important, you are more likely to
engage in recycling behaviours. Meanwhile, motivation to comply addresses
the fact that individuals may or may not comply with the social norms of the
referent group depending on their individual motivations. For example, a
person may resist smoking even though he is heavily pressured to do so by
his friends because he knows smoking is bad for health.
Lastly, behavioural intention is a function of both attitudes and subjective

norms towards that behaviour. The stronger the attitude and the more
positive the subjective norm, the stronger the intention to take part in a
behaviour (Ajzen, 1985).
Figure 6.5: Theory of reasoned action

Source: M. Fishbein., & I. Ajzen. (1967)
6.3.3 Theory of Trying to Consume

The third model is the Theory of Trying To Consume. This theory explains the
relationship which exists between an individualÊs goal with his attempts to try or
consume a product or service. Even if the individual is interested in trying or
consuming certain products, there are often impediments which can cause certain
behaviour to be or not to be executed.
According to this theory, the purchase attitude, possession attitude and use
attitude are behaviours and not assumptions because attitude is something which
is certain. As Figure 6.6 shows, this theory recognises that additional factors may
intervene between intent and performance, and these are personal and
environmental impediments. For example, Amirah wishes to lose weight by
registering in an aerobics class. However, at the same time, she is unable to lose
any weight because her mother likes to cook delicious and high-calorie meals
which Amirah is unable to resist.

Figure 6.6: Theory of trying
6.3.4 Attitude Towards the Ad Model

The Attitude Towards the Ad Model refers to our effort to understand the
influence of advertisements or promotions related to the consumerÊs attitude
towards a product or brand. How the consumer forms feelings (affective) and
judgments (cognition) as the result of exposure to an advertisement was shown in
Figure 6.3. These judgments and feelings in the end will turn into positive or
negative attitudes towards the advertisement.
Positive attitudes towards advertisements will result in a positive attitude towards

the advertised brand. For example, an individual who has a positive attitude
towards a LeviÊs jeans advertisement will also form a positive attitude towards the
LeviÊs brand and vice-versa.

6.4 ATTITUDE FORMATION

You have read previously on theories and models related to attitudes. Next, you
will be exposed to the aspects of attitude formation. Marketeers usually pay
serious attention to this as an understanding of attitude formation helps them in
introducing new products, increases sales volume and market share, maintains
consumer satisfaction and lastly, increases brand equity.
Specifically, attitude formation is influenced by three important factors, which are,

attitude learning, various personal and impersonal attitude formation sources,
and personality influence. Do read the detailed explanation of each influence.
(a) Attitude Learning

The discussed attitude model indirectly gives the idea that attitude formation
is the result of a learning process. Attitude formation is actually the process
of change, whereby an individual who has no particular attitude changes
into having a certain attitude.
For example, it is easier for consumers in Malaysia to accept instant spicy

food products introduced by Brahim and Alif, as they already have direct or
indirect positive experience towards both brands. The taste and aroma of
both instant spice brands are also not that dissimilar from the original spices.
(b) Various Source Attitude Formation

ConsumersÊ attitude formation is greatly influenced by personal experiences,
influence of family members and friends, society, marketing strategy,
surrounding environment and mass media. Due to the importance of
consumersÊ past experience in attitude formation, marketeers usually have
to form creative promotional strategies in order to stimulate consumersÊ
attempts on new products in the market. One of the ways is by giving free
samples for consumers to use and make fast evaluations.
(c) Personality Influence

Personality plays a critical role in attitude formation, especially towards
branded self-expression products and jewellery. For example, you might
have a positive attitude towards branded clothing such as Gucci or Versace
as both brands have the ability to show off your personality.

• Attitude is a learned predisposition which could influence behaviour

formation. It has great influence on psychological factors such as perception,
motivation and lifestyle. We have to understand the role of attitude in
discussing consumer behaviour.
• Among the models and attitude theories discussed are the Tricomponent
Model, Multiattribute Model, Trying To Consume Theory and Attitude
Towards The Ad Theory. These theories and models will enable us to measure
and illustrate a more comprehensive attitude formation process.
• Our discussion on attitude formation and alteration refers to attitudes which

consumers have cultivated before buying any product or using any service
offered by marketeers.
• In conclusion, understanding of attitude is important for marketeers as it is

through such understanding that marketeers are able to design attractive offers
for products and services and thus, accrue huge profits.
Attitude Learning
Behaviour Motivation
Cognitive Perceptions
Feelings Psychological factor
TRUE (T) or FALSE (F) Statements
1. Attitude is not influenced by situations. _________
2. The knowledge function refers to the fact that consumer

attitude towards a product is caused by the utility offered by
the product. _________

3. The theory of trying to consume explains the relationship

between an individualÊs goal and his effort to try or consume
a product or service. _________
4. Attitude is a predisposition to behave in a consistently

favourable or unfavourable manner towards an object. _________
5. There are three components to attitude, which are, cognitive,

affective and conative. _________
6. The theory of trying to consume is a comprehensive

integration to help marketers comprehend and predict
behavioural responses. _________
7. The attitude towards object model results from consumer

behaviour towards an object and not by his attitude towards
the object. _________
8. Within the context of turning consumers towards a more

positive attitude, marketeers usually use the alter-function-
motivation strategy to shift consumer attitude so that they
change brands. _________
Multiple Choice Questions
1. According to this model, consumer attitude towards a product or service is

based on its function and the evaluation by an individual of a specific
product or attribute.
A. Attitude towards behaviour
B. Attitude towards object
C. Attitude towards advertisement
D. Theory of reassured action

2. ___________ refers to consumer knowledge and perception acquired from

past attitude experience towards an object or acquired from relevant
information available from trusted sources.
A. Cognitive
B. Affective
C. Behaviour
D. Perception
3. Consumer attitude towards a brand is due to its brand utility. Usually when
a product has greatly served us in the past, we will have a positive attitude
towards the product.
The above statement is best explained by the:
A. Knowledge function
B. Utilitarian function
C. Value-expressive function
D. Ego-defensive function
4. Which one of these is NOT a component of the Tricomponent Attitude

Model?
A. Cognitive component
B. Affective component
C. Behaviour component
D. Attribute component
5. ___________ is a comprehensive integration to help marketers comprehend

and predict behavioural responses.
A. Trying to consume theory
B. Theory of reasoned action
C. Attitude towards object model
D. Attitude towards behaviour model

6. Attitude formation in reality is influenced by three important factors,

namely, __________.
A. personality influence, attitude function and ego-function
B. learned attitude, various source attitude formation and influence of

personality
C. cognitive component, affective component and conative component
D. knowledge function, value-expressive function and utilitarian function
7. __________ plays a critical role in attitude formation, especially towards

branded self-expressive products and jewellery.
A. Family
B. Value-expressive function
C. Personality
D. Attitude towards ad model
8. Which one of these is NOT a sub-model of the Multiattribute Model?
A. Attitude towards object model
B. Attitude towards behaviour model
C. Trying to consume theory
D. Theory of reasoned action
Essay Question
1. State what is meant by a consistent-natured attitude and situation-occurred

attitude. Give examples.
2. Explain briefly four main functions of attitude clarification.
3. What is meant by the attitude towards behaviour model?
4. Describe the theory of reasoned action.
5. State what is meant by attitude formation source. How do marketeers benefit

from this?

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Topic  Consumer

By the end of this topic, you should be able to:

Copyright © Open University Malaysia (OUM)

6.1 DEFINITION OF ATTITUDE

In general, attitude has a strong and profound influence on how a personÊs

(a) Consistent behaviour;

(d) Belief; and

(e) Inclination towards an object.

Copyright © Open University Malaysia (OUM)

Figure 6.1: Important matters regarding attitude

Let us make a detailed examination of each of these matters:

(a) Attitude Towards Object

(i) Product type;

(ii) Product category;

(iii) Brand service;

(v) Product use;

(vii) Price; and

All of the mentioned matters are important examples of attitude towards

Copyright © Open University Malaysia (OUM)

(b) Attitude is a Learned Predisposition

(c) Attitude is Consistent

(d) Attitude is Influenced by Situation

Table 6.1: Effect of Situation on Attitude

Product/Service Situation Attitude

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6.2 FUNCTIONS OF ATTITUDE

6.2.1 Positive Attitude

(a) Brand-switching Attitude

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(b) Changing of Attitude towards a Product or Brand

Figure 6.2: Functions of attitude

(i) Utilitarian Function

For example, Coke Zero is marketed as a great tasting beverage with

(ii) Ego-defensive Function

For example, products that promise to help a man project a macho

Copyright © Open University Malaysia (OUM)

(iii) Value-expressive Function

Smartphones, branded clothing and accessories are examples of

(iv) Knowledge Function

For example, consumers who wish to buy a personal computer would

Copyright © Open University Malaysia (OUM)

1. By filling in the boxes below, briefly compare each function shown

2. Below are a few examples of products or brands in the market.

Function of Product or Brand

(a) Samsung smartphone ______________

(b) Mercedes car ______________

(c) Digital dictionary ______________

(d) Facebook account ______________

(e) Microwave oven ______________

(f) Adidas sports shoes ______________

(g) GoPro camera ______________

(h) Washing machine ______________

Copyright © Open University Malaysia (OUM)

6.3 ATTITUDE MODELS

Figure 6.3: Main Attitude Models

6.3.1 Tricomponent Attitude Model

(b) Affective; and

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Figure 6.4: Tricomponent attitude model

We will now examine each of the components.

Cognitive is the consumersÊ knowledge and perceptions acquired from

These experiences may also be acquired from relevant information provided

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The knowledge and perception are actually the consumerÊs attitude in